Think back on the print and multichannel campaigns that have caught your attention over the last 20 years. You may have Shared a Coke, decided to Just Do It or Think Different, or considered a military career to Be All You Can Be. You may have been captured by the Shop Local campaigns or hyperlocal offerings from realtors, schools, car dealers, grocers, or restaurants. As these brands attract your attention, they often send you to a website for more information. They use QR codes to take you to specific landing pages or try to build sites that become self-guided tours of their offers and campaign value proposition.

The investments in these campaigns can be prodigious. Money for website design, QR code development, print design, social media support, and events are only a few of the costs. It is often money well-spent as the brand image rises and engages current and new customers. Whether the campaign lasts a month, a quarter, a year, or more, the assets continue to perform, and the campaign owners can calculate the ROI.

But tempus fugit. What happens when the campaign runs its course?